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Ch. 4 Marketing Environment Student Version

Ch. 4 Marketing Environment Student Version - The Marketing...

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© 2010 Robert H. Smith School of Business University of Maryland The Marketing Environment Ch. 4 Professor Whitney Fall 2010
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© 2010 Robert H. Smith School of Business University of Maryland The Marketing Process Situation Analysis of Marketing Environment Situation Analysis of Marketing Environment Customers, Company, Competitors, Collaborators, Context (PEST) Customers, Company, Competitors, Collaborators, Context (PEST) Situation Analysis of Marketing Environment Situation Analysis of Marketing Environment Customers, Company, Competitors, Collaborators, Context (PEST) Customers, Company, Competitors, Collaborators, Context (PEST) S S Segment the  Market T T Target Market Selection P P Position Product/Service Marketing Research Marketing Mix (4 P’s) Marketing Mix (4 P’s) Product/Service Product/Service Place/Channels Place/Channels Promotion Promotion Pricing Pricing Marketing Mix (4 P’s) Marketing Mix (4 P’s) Product/Service Product/Service Place/Channels Place/Channels Promotion Promotion Pricing Pricing Customer Acquisition & Retention (Satisfaction & Relationships) Profits
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© 2010 Robert H. Smith School of Business University of Maryland The Marketing Environment Imm Customers Immediate Environment Company Competition Collaborators Political/Legal Macro-environment Economic Social/Cultural Technological Situation Analysis: Environmental Scanning Product Distribution Promotion Price Product Distribution Promotion Price
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© 2010 Robert H. Smith School of Business
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